BiographyPrevious Academic Positions: Professor of Marketing and Sport Management, The University of Michigan, Ann Arbor
Research/Teaching Awards: Recipient, Distinguished Career Contributions to the Scientific Understanding of Sports Business, American Marketing Association, Sport and Event Marketing Special Interest Group, 2009
Areas of Research / Professional Expertise
Areas of Expertise:
, Corporate Sponsorship,
Cycling, Skiing, Swimming and carb loading before each.
Published: Mar 10, 2014 by Journal of the Academy of Marketing Science
Authors: Pappu, Ravi and T. Bettina Cornwell
Studies have shown that the fit between a sponsoring brand and the sport, art, or charity sponsored influences outcomes such as brand awareness and image. This research adds the role of sponsor–sponsee similarity to the discussion of fit. The authors argue that similarity interacts with fit when conditions evoke suspicion or disrupt typical inferences regarding sponsorship relationships.
Published: Mar 05, 2013 by Psychology & Marketing
Authors: Cornwell, T. Bettina and Michael S. Humphreys
We explore memory for sponsorship relationships. The aim is to codify our progress to date in measuring memory-related sponsorship outcomes, to identify where shortcomings in our understanding remain and to move toward more complete and explanatory models of sponsorship effects.
Published: Mar 10, 2011 by European Journal of Marketing
Authors: Spry, Amanda, Ravi Pappu and T. Bettina Cornwell
This research examines the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus sub‐brand) employed by the endorsed brand on the endorser credibility‐brand equity relationship are also to be examined.
Published: Mar 10, 2008 by Journal of Advertising
Authors: Cornwell, T. Bettina
This is a stock-taking paper in the area of sponsorship-linked marketing. First offered is a summary of the development of sponsorship as a mainstay of marketing communications. Arguments for the entrenchment of sponsorship in a new evolving indirect marketing mix are made. Progress in understanding the art of management and the science of communications measurement are then examined. Finally, a brief research agenda is described.